Chief Marketing Officer Program
Early Registration Benefit
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What You Will Learn
The Chief Marketing Officer Program will enable you to:
Leverage potential marketing opportunities to achieve sustainable competitive advantage
Learn the drivers and metrics of customer lifetime value (CLV) and customer acquisition cost (CAC) and their relationship to organizational health
Examine methods of creating and managing disruption by leveraging new technologies and finding innovative solutions
Develop multichannel marketing strategies and ensure a seamless, consistent customer experience across all digital and traditional customer touchpoints
Employ analytics to build a competitive brand
Apply the segmentation, targeting, and positioning (STP) marketing model as a strategic approach
Program Highlights
Kick-start your program journey with 18 weeks of core online learning, imparting essential skills for the CMO role
Experience live online sessions with a success coach as well as periodic guest lectures by faculty, industry leaders, and career advisors
Learn from Columbia Business School faculty, thought leaders, and financial industry experts
Learn from high-achieving peers from around the globe, and build your network
Craft your learning journey in line with your career goals with a success coach assigned to your cohort
Learn from industry experts during the program to gain actionable insights and implement learning into practice
Balance learning with your busy work schedule by dedicating just three to five hours each week toward program sessions and learning activities
Interact with faculty, peers, and global industry leaders at an optional two-day on-campus networking event
Receive Certificate in Business Excellence benefits upon completion and become part of a distinguished global community
Case Studies
Drawing from the extensive research and expertise of Columbia’s esteemed faculty, you will examine analytical cases based on practical real-world marketing and business issues. Through experiential learning and exploratory discussions, you will share insights into and find innovative solutions for the overarching concerns and challenges you are confronted with every day.
Program case studies include:
Amazon
Through this case study, you will examine how traditional retailers can redefine their business models to stay competitive in today’s digital world. You will also prepare a positioning statement for the digital giant.
Starbucks
This case study will explore the coffee conglomerate’s success story by examining the impact of shifting consumer spends, investments in new products, and a return to core values.
The Economist
In compiling a positioning statement, you will examine The Economist’s value proposition, target customers, their business model, and how they have remained relevant and competitive in the age of digital media outlets.
Myanmar: The Case of Ooredoo
By studying Ooredoo and Telenor’s marketing strategy in providing mobile financial services in Myanmar, you will determine which investment strategies are most effective to explore the drivers and metrics of CLV to improve customer acquisition and retention.
Chase Sapphire
This capstone case study will consider the reasons Chase Sapphire pursued the millennial customer for its successful reserve credit card offer, why customers signed up so readily, and whether its bonus point offer was a good investment strategy.
Becton Dickinson
In this case study, you will analyze Becton Dickinson’s negotiation and cost strategies as well as the long-term effects of drug regulation on the industry. You will then prepare a positioning statement explaining the company’s brand identity.
Program Curriculum
The Chief Marketing Officer Program’s multimodal learning journey is ideal for seasoned marketing executives who want to extend their reach and influence. The comprehensive curriculum combines live sessions conducted by a learning facilitator and Columbia Business School faculty — along with online guest lectures and fireside chats with industry practitioners. The flexible format allows for peer-to-peer engagement and exploration of “try it” activities as well as practical case studies. The program culminates in an optional two-day on-campus networking event where you can connect with global peers across diverse industries.
Note: Session topics and networking event duration are subject to change.
Capstone Project
The capstone project enables you to apply what you have learned in the program. At the end of each module, you will work towards overcoming a strategic challenge based on what you have learned in that module. To conclude the capstone, you will revisit one of the decisions you took in a previous module, analyze it in the context of what you have learned since, and answer some questions. Alternatively, you could also opt to create an action plan and address a challenge within your organization. By the end of the capstone project, you will be able to:
Assess the efficacy of an organization’s decision making
Identify roadblocks and challenges to the decision-making process and apply strategic frameworks and techniques to resolve them
Assess an organization's attitude for change and risk
Create an action plan for organization-level decision making
Outline the steps necessary for executing a decision
Meet the Faculty
Arthur J. Samberg Professor of Business, Columbia Business School
Contributing Faculty
Gantcher Associate Professor of Business, Columbia Business School
Assistant Professor of Business, Marketing, Columbia Business School
Lecturer of Marketing, Columbia University School of Professional Studies
Adjunct Professor of Marketing, Columbia Business School
Professor of Business, Marketing, Columbia Business School
Former CEO of Tempur-Sealy
Carson Family Professor of Business; Co-Faculty Director, Media and Technology Program; Columbia Business School
Associate Professor of Marketing, Indiana University, Kelley School of Business
Certificate in Business Excellence
Upon completion of the Chief Marketing Officer Program, participants are awarded the Certificate in Business Excellence from Columbia Business School Executive Education. The certificate is a recognition of their achievement and the investment they and their organization have made in their education and development.
As a Certificate in Business Excellence holder, you will receive a 25 percent tuition benefit for full-price Executive Education in-person programs lasting three and four days and all full-price online programs. Exclusions apply **
Certificate holders will also be awarded select Columbia Business School Alumni benefits.
Your digitally verified certificate will be issued in your legal name and emailed to you, at no additional cost, upon completion of the program, including all modules of the program (online, in person, or live online, inter-module). All certificate images are for illustrative purposes only and may be subject to change at the discretion of Columbia Business School Executive Education.
CIBE Holder Benefits
Access to Columbia Business School Alumni Career Services resources, including unique career content, a job board, an online networking platform, the alumni directory, and more
Invitations to alumni events and programs around the world
Eligibility to join Columbia Business School alumni clubs
Global networking opportunities
Lifetime Columbia Business School forwarding email address
Subscription to our alumni publication Columbia Business
Executive Peer Group and Networking Event
The enriching environment of the networking event provides participants with the invaluable opportunity to build a robust network with global executives who bring diverse experiences, cultures, and perspectives. Engaging in thoughtful discussions, they can exchange cutting-edge insights and knowledge that are integral in staying abreast of industry trends. The networking event showcases the vibrant community that participants of the Chief Marketing Officer Program become an invaluable part of.
Hear from Our Participants
Who Is It For?
The ideal candidate for the Chief Marketing Officer Program is someone ready to make significant changes in today’s fast-evolving marketing environment. Suitable for mid-career or high-potential professionals eager to broaden exposure beyond the marketing function, the program is perfect if you are looking to leverage marketing opportunities and drive process improvement. You will also benefit from the program if you are an entrepreneur, consultant, or someone in charge of sales or demand generation interested in refreshing your skill sets and discovering new frameworks to formulate your company’s future marketing road map.
Participants should have:
A minimum of ten years of work experience in marketing
Fluency in written and spoken English
International exposure (preferred)
FAQs
Questions? Connect with a Program Advisor
Email: columbia_cmo@emeritus.org
Phone: +1 567 587 1669 (U.S.) / +44 1156 471398 (U.K.) / +971 80 00321209 (U.A.E.) / +52 55930 20507 (LATAM)
Early registrations are encouraged. Seats fill up quickly!
Flexible payment options available.
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